This study investigated the impact of social media on purchasing decision-making using data from a questionnaire survey of 257 randomly sampled students from the College of Business at Imam Muhammad Ibn Saud Islamic University. The study items were selected from the study community through a random sample, where several (257) students were surveyed. To achieve its objectives, the study follows the descriptive analytical approach in addressing its topic. The questionnaire was adopted as a tool for collecting data. The questionnaire collected data on the independent variable social media—and the dimensions of the dependent variables representing the stages of purchasing decision-making: Feeling the need for the advertised goods, collecting information about alternatives, evaluating available options, buying decisions, and post-purchase evaluation of the purchase decision. Then, the data were analyzed based on regression analysis using SPSS and AMOS. The important findings are summarized below: Social media use is directly related to feeling the need for and searching for information on advertised goods. Social communication and the evaluation of alternatives to advertised goods, in addition to the existence of a moral effect and a direct correlation between social media use and making the purchasing decision for advertised goods. Providing honest, sufficient, and accurate information via social media to the buyer can help them make the purchasing decision.

This study aims to explore the factors influencing people’s intention to use home fitness mobile apps in the post-pandemic era. By incorporating the perspective of playfulness into the decomposed theory of planned behavior, it seeks to construct a behavioral model for the public's use of AR sports games for home exercise. The research focuses on Active Arcade users residing in Taiwan, employing the snowball sampling method to conduct an online questionnaire survey. A total of 340 valid questionnaires were collected and analyzed using linear structural equations. The study reveals three main findings: first, the behavioral model for Active Arcade users constructed based on the decomposed theory of planned behavior demonstrates a good fit; second, users’ attitudes, subjective norms, and perceived behavioral control have a positive and significant impact on behavioral intention; third, perceived usefulness, perceived ease of use, and perceived playfulness all positively and significantly influence attitudes, with perceived playfulness having the highest impact coefficient; fourth, perceived benefits of exercise are the most crucial factor affecting subjective norms; and fifth, convenience technologies are the key factor influencing perceived behavioral control. This study provides valuable insights for theory and management practice, offering guidance on the use of home fitness apps in the post-pandemic era while addressing research limitations and suggesting future directions.

Nowadays, customer service in telecommunications companies is often characterized by long waiting times and impersonal responses, leading to customer dissatisfaction, increased complaints, and higher operational costs. This study aims to optimize the customer service process through the implementation of a Generative AI Voicebot, developed using the SCRUMBAN methodology, which comprises seven phases: Objectives, To-Do Tasks, Analysis, Development, Testing, Deployment, and Completion. An experimental design was used with an experimental group and a control group, selecting a representative sample of 30 customer service processes for each evaluated indicator. The results showed a 34.72% reduction in the average time to resolve issues, a 33.12% decrease in service cancellation rates, and a 97% increase in customer satisfaction. The implications of this research suggest that the use of Generative AI In Voicebots can transform support strategies in service companies. In conclusion, the implementation of the Generative AI Voicebot has proven effective in significantly reducing resolution time and markedly increasing customer satisfaction. Future research is recommended to further explore the SCRUMBAN methodology and extend the use of Generative AI Voicebots in various business contexts.

In recent years, environmental, social and governance (ESG) issues have emerged as a significant area of focus for companies. Furthermore, the international trend is reinforced by the emergence of relevant regulations and the obligation to prepare sustainability reports in leading economies and in the European Union. The impact of ESG and its constituent elements (environmental, social, and governance) on financial performance has been the subject of extensive investigation, with the majority of studies documenting a positive correlation. This evidence substantiates the assertion that sustainability initiatives can yield financial benefits. Concurrently, research has accorded much less attention to the impact of ESG performance on brand value, which can be identified as an indicator of consumer perception. This study, based on data from 26 global corporations between 2012 and 2021, demonstrates that efforts in the areas of environmental and social responsibility have a positive impact on consumer perception, which translates into increased brand value. Nevertheless, such a relationship was not found in case of the governance component.

This study examines consumer attitudes toward cryptocurrencies in Slovakia, focusing on the perceived adequacy of their promotion and the influence of demographic factors such as education, gender, and age. The findings reveal that a significant majority of respondents view cryptocurrency promotion as insufficient, with 77.77% expressing dissatisfaction. Demographic factors were found to have minimal impact on attitudes, suggesting that universal barriers—such as trust, technological literacy, and perceived risks—play a more critical role. Social media emerged as a key platform for engaging consumers, particularly younger demographics, provided that campaigns are well-targeted and informative. These results highlight the need for innovative promotional strategies emphasizing transparency, education, and trust-building to bridge the gap between cryptocurrencies and broader consumer adoption. The study contributes to the growing literature on cryptocurrency marketing by providing actionable insights for addressing challenges in emerging markets like Slovakia.

This study explores how demographic factors shape perceptions of celebrity and influencer marketing in the context of promoting cryptocurrencies, particularly in the tourism sector. It evaluates whether such marketing strategies effectively promote cryptocurrencies and how their impact varies across demographic groups. By analyzing responses from a sample of 161 predominantly young and educated respondents, the study uses statistical methods to identify differences in perceived marketing effectiveness based on age, gender, and other demographics. Findings reveal no significant demographic differences in effectiveness; instead, the study underscores the importance of universal marketing qualities, such as authenticity, credibility, and relevance. These results suggest the need for inclusive marketing strategies that foster trust and transparency. Additionally, the study highlights avenues for future research, including cultural and ethical considerations, to refine marketing approaches and develop innovative campaigns that drive cryptocurrency adoption and trust in the tourism industry.